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1. Different Affiliate Segment Strategies
Cashback
Traffic:
· Be competitive within the space (exclusive CPA’s)- Sales
· Maximise site exposure- Sales
Average Order Value:
· Increase CPA’s on shopping baskets- Revenue
· Promote granular products- Revenue
Conversion Rates:
· Gaining trust- co-branded landing pages- Sales & revenue
· Avoiding complaints- additional T’s and C’s- Quality
Considerations:
· Can pull all three levers!
· Quality? - Top up cashback upon renewal, BACS payment system, Pay outs on
activations
· Don’t over use cashback- have a break! (over reliance)
· Don’t get caught in the race to the bottom on CPA wars
· Play on affiliate rivalry (Dip into their own pockets)
KPI’s? Use for:
· Increasing revenue and sales volumes
Clients:
· Retail, Travel, Utilities

2. Loyalty
Traffic:
· Be competitive within the space (exclusive points)- Sales
· Maximise site exposure- tenancies, newsletter inclusions- Sales
Average Order Value:
· Double/Triple points offer over certain basket value- Revenue
Conversion Rates:
· Trust- Close association with the loyalty brand (Sainsbury’s and Nectar) - Quality
· Tool bar inclusion- Sales
Considerations:
· Understand the value of a point
· How big are they compared to cashback?
· Quality- may be a better affiliate to optimise if the KPI is to push Quality
· Brand limitations- not all brands can work with Loyalty partners
· Trigger releases- double points/triple points
KPI’s? Use for:
· Increasing sales volumes & Quality (within the incentives sector)
Clients:
· Retail, Travel, Utilities
Voucher
Traffic:
· “Buy 1 get one free” voucher code- Sales

3. · Rotate voucher use exclusively & have generic vouchers in market- Sales
Average Order Value:
· “Buy 2 and get 10% off” voucher code- Sales
Conversion Rates:
· Ensure voucher use equates to the most price competitive product in market- Sales
· Personalised vouchers
Considerations:
· Monitoring voucher use
· Offering something different (stand out from the crowd)
· Don’t de-value the brand - Not useful for increasing revenue
· Mix up the offers- use in peak times
· Not all advertisers have voucher code functionality
· Quality?
KPI’s? Use for:
· Increasing sales
Clients:
· Retail, FMCG
Display
Traffic:
· Dynamic targeting/allow retargeting on other publisher/marketing activity- Sales
· Work on a high converting/appealing products- Sales
Conversion Rates:

4. · Increase CPA’s to ensure metrics work for the CR’s- Sales
· Provide relevant copy and images tailored to conversion- Sales & Quality
· In-banner purchasing/applying- Sales
Considerations:
· Cannibalisation?
· Niche affiliate type- only works in certain campaigns
· Quality coming through banners? (works in low end goods)
KPI’s? Use for:
· Increase sales
Clients:
· Finance
Email
Traffic:
· Have a great message to shout about- Volumes
· Send at the right time- Volumes
· Find the right model- work to a CPA, CPL or hybrid- Volumes
Average Order Value:
· Offer an incentive! - Revenue
· Conversion Rates:
· Secure a great subject line, copy and creative- Volumes
· Educate the audience!- Volumes & Quality
· Segment the database- Quality

5. Considerations:
· Fully compliant to the IAB standards and regulations
· Avoid spam, avoid complaints & Tend to be for lower end quality products
· Re-invest in best quality email publishers & Work with 1st party data owners if
possible
KPI’s? Use for:
· Increasing revenue & sales volumes
Clients:
· Retail, Travel, Utilities, Finance, Auto
PPC
Traffic:
· Expand list of key words to high traffic areas- Sales
· Improve the commercials over key periods- Sales & Quality
· SEO gaps (unique content)- Sales & Quality
Average Order Value:
· Work on ad copy to tailor towards buying more/incentives –Revenue
Conversion Rates:
· Expand list of key words to high conversion areas- Sales
· Specified landing pages- Sales & Quality
Considerations:
· “Dying media”- increases costs to PPC campaign
· Are they incremental volume drivers? Work on set of key words

6. · Protect PPC internal activity- CPC caps & monitor quality score transparency
· Growing generics should be main strategy & Ensure they’re keeping to position 2 at
all times
KPI’s? Use for:
· Sales & Quality
Clients:
· Utilities & Finance
Comparison
Traffic:
· Improve CPA’s to improve EPC’s- Sales
· Improve product to improve EPC’s (price sensitive)- Sales
· Change CPA model to CPL/CPC to provide reinvestment flexibility- Sales
Conversion Rates:
· Co-branded landing pages- Sales
· Pre-approval before application takes place- Sales & Quality
· Accurate feed information- Sales
· Up to date qualification criteria supplied- Sales & Quality
Considerations:
· FSA regulated
· Don’t become overly reliant on aggregators
KPI’s? Use for:
· Sales & Quality

7. Clients:
· Finance, Utilities, Travel
Content
Traffic:
· Launch market leading product- Sales
· Share SEO knowledge- get content publishers to push SEO long tail- Sales
· Incentivise the long tail with competitions & short term CPA increases- Sales
Average Order Value:
· Incentivise publishers to push AOV with bonuses- Revenue
Conversion Rates:
· Work closely with PR teams to provide best content- Quality
Considerations:
· The editor is the boss
· How many content affiliates are useful?
· Good tool for pushing quality
KPI’s? Use for:
· Volume (MSE) & Quality (long tail)
Clients:
· Retail, Travel, Utilities, Finance, Auto

8. Bloggers
Traffic:
· Push PR content- Sales
· Optimise Feed- more likely to promote your brand over others- Sales
· Incentivise the long tail with competitions & short term CPA increases- Sales
Conversion Rates:
· Offer affiliate days to help them improve CR’s- Sales
Considerations:
· Can make or break your brand- treat them with respect
KPI’s? Use for:
· Quality
Clients:
· Retail, Gambling, Travel